Forestami, the urban reforestation project that is expanding the natural capital of Milan’s metropolitan area by planting 3 million trees by 2030 (over 427 thousand trees have already been planted), has coloured Milan’s subway in green with the new OOH campaign developed in partnership with IdLab.

The campaign has been hosted on 240 MUPIs – Mobilier Urbain Pour l’Information – of IGPDecaux, the media partner that has been supporting Forestami for years.

With the claim “Con più alberi sarà un Buon Anno” (“With more trees, it will be a very happy new year”), Forestami wished a happy 2023 to the citizens who walked in and out of Milan’s underground lines (M1, M2 and M3), near the platforms, mezzanines, corridors and underpasses, to keep raising awareness of the strategic importance of increasing the natural capital for a better quality of life.

“The mission of IGPDecaux, and of the JCDecaux group it belongs to, - Andrea Rustioni, CEO at IGPDecaux, states – is to provide services that improve people’s quality of life, first and foremost by taking great care of the sustainable design and planning of the street furniture and services, which must support responsible and interesting messages for the community. Its involvement in such an important project for Milan as Forestami is a choice that perfectly fits in with our mission, given that IGPDecaux is itself deeply committed to pursuing the SDG goals laid down by the United Nations as part of the 2030 Agenda for Sustainable Development.”

The subject of the campaign is Forestami’s iconic visual message, the green leaves that are the symbol of the project’s mission, designed by Left Loft.